| You are here: Home » The Marketing Diary » Various Marketing Ramblings » New Survey: Deliverability #1 E-Mail Marketing Headache New Survey: Deliverability #1 E-Mail Marketing Headache ClickZ cites a new survey from SKYLIST, which identified e-mail delivery as the #1 e-mail marketing headache. When reading the article for the first time, I was under the impression that the surveyed marketers are only seeing a 38% delivery rate: "The number of e-mail messages successfully delivered topped the list at 38 percent; followed by the number of opened messages (27 percent)." But as one of my readers pointed out (see comment below), this was the result of poor understanding on my part. I should have read this as '38% of marketers are measuring delivery'. Thanks for Russel for the comment. Here's the second interesting thing he had to say: "False positives can range from 5 to 19% for *legitimate* email, so a delivery rate of 81% is going to be your worst case scenario. However, if you're not regularly getting delivery rates >95%, I'd suggest changing providers!" On my side, I usually have about 15% of undelivered messages, plus a number of messages that never really reach the recipients, but that I don't know of. So changing a provider just might be the way to go. Any suggestions on the best providers for small businesses?
Comments
The report actually refers to how e-mail marketers measure deliverability rates -- it does NOT reflect the delivery rate itself (ie. 38% of marketers measure actual delivery & 27% measure opens to test if their email is being delivered.) False positives range from 5 to 19% for *legitimate* email, so a delivery rate of 81% is going to be the worst case scenario. However, if you're not regularly getting delivery rates >95%, I'd suggest changing providers! The report actually refers to how e-mail marketers *measure* deliverability rates -- it does NOT reflect the delivery rate itself (ie. 38% of marketers measure actual delivery & 27% measure opens to test if their email is being delivered.) False positives can range from 5 to 19% for *legitimate* email, so a delivery rate of 81% is going to be your worst case scenario. However, if you're not regularly getting delivery rates >95%, I'd suggest changing providers! Russel, Thank you for the comments. Fixed. Any suggestions about the vendors? Take care, Rok
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